The Principles of Design #17 – Nudge

Mar 28 2011 Published by Neil Gains under design

Predictably rational?

Nudge is a design tool for influencing behaviour in predictable ways which do not compromise options or change incentives.  The approach comes from the work of Richard Thaler and co-workers, building on the work of Kahneman and Tversky.  Nudge takes advantage of the tendency for all of us to follow the ‘path of least resistance’, ensuring that such paths lead to more desirable outcomes.   Read more »

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